As search because more and more competitive, understanding the similarities and differences of SEO vs SEM has never been more important for your marketing strategy. Millions of websites compete for the top spot, traffic, and prospects from search engines (like Google and Bing) every day. At the core of this is search marketing, which consists of both SEO and SEM. Thus, we have created this guide to explain the concept: SEO vs SEM.
Search Engine Optimization (SEO) is the aspect of search marketing that utilizes organic strategies, hacks, and mechanisms to rank high in search engine results pages (SERPs) based on the algorithms. It includes on-page, off-page, technical, and user behavior.
Search Engine Marketing (SEM) is the aspect of search marketing that leverages paid techniques and mechanisms to gain visibility and traffic in SERPs. It includes keyword research, bidding, ad creation, and management.
Key Similarities: SEO vs SEM
Mainly, both strategies help a brand rank high in SERPs whenever searches are done by users.
Also, SEO and SEM help drive traffic directly to a brand’s website and blog pages. You need to understand your target audience and the essential keywords in order to be successful in both strategies.
Speed of Delivering Results: SEO vs SEM
If you are looking for immediate results, SEO is not the way to go. It is a slow process that requires time before you feel the impact. This is where you’re creating unique content to naturally rank in the search engine’s results. According to Ahrefs, it takes an average of two years for a website to reach the first page in SERPs.
However, with SEM, you can start seeing results almost immediately.
Cost of Implementation
SEO is basically a free traffic strategy. That’s why it takes time. Moreover, when a user clicks on your website link, you pay nothing.
SEM is not free which is why it can deliver instant results. When a user clicks your link, you pay your bidding amount. You pay more to appear more often and with more queries.
Point of Application
If you are a small business owner or working within a tight budget, SEO is the way to go. However, when you have a designated ad budget, you can choose SEM.
Depending on your product or service, your goal may be to rank for informational keywords only. For this, you can utilize SEO. By building out content (video, blog posts, etc), that use your keywords, you can try to rank for those searches. SEO is also great if you know how to build backlinks to your website. Backlinks are when you have links to your homepage on pages external to your business.
Long Term Value
When looking at SEO vs SEM, long term value is staggering. In the short run, SEM works best. However, for an extended period, SEO offers the highest Return on Investment (ROI).
Search engines will notice that you are ranking in searches and will now recognize your website as authoritative and valuable to users. With this knowledge they will frequently drive substantial traffic to your site.
On the flip side, for SEM, once you turn off your ad and stop PAYING, your traffic goes to zero.
SEM enables you to refine your target audience to a high degree of precision. It uses an advanced filter system that includes age, income range, demography, behaviors, etc.
Unlike SEM, SEO does not have that targeting. It uses a scatter-gun method, as you cannot specify your audience, only try to guess what your key audience would be searching for.
Websites that rank highest in SERPs enjoy the most clicks from users. However, getting to these top spots takes time and effort. When you finally get there, the results are lasting. Notwithstanding, in the short term, SEM delivers faster clicks.
We have given an extensive review of the popular conundrum of SEO vs SEM by highlighting the significant similarities and differences. However, there is no one-size-fits-all approach to how you use them. With time, consistency, and continuous iteration, you will find the one that works best for your website.